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Towards intercultural communication effectiveness (congruence) in Sino-African interactions: A theoretical perspective

A theoretical perspective

Fungai B. Chigwendere
Rhodes University
Lynette Louw
Rhodes University
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Towards intercultural communication effectiveness (congruence) in Sino-African interactions: A theoretical perspective. (2022). Communicare: Journal for Communication Studies in Africa, 37(2), 48-65. https://doi.org/10.36615/jcsa.v37i2.1552
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  • Submited: October 9, 2022
  • Published: October 11, 2022

Abstract

Within the field of intercultural communication, the position of theorist is adopted, to re-think
and reframe existing insights by creatively combining them in a more useful and holistic way,
towards intercultural communication effectiveness (congruence). More specifically, this paper is
premised on the view that intercultural communication awareness resulting from an understanding
of communication cultures of those in interaction can enable development of appropriate
strategies for enhancing intercultural communication effectiveness (ICE). Thus, with reference
to the Sino-African cultural context, a synthesis of literature on culture and communication in
Western, African, and Chinese cultures on the basis of a conceptual framework for intercultural
communication effectiveness is conducted. The result is a framework reflecting potential synergies
and differences in communication culture and patterns, while also suggesting low culture distance
between African and Chinese culture. A higher culture distance is reported when African and
Chinese cultures are compared to Western cultures. Patterns of similarity and difference in African
and Chinese communication culture are also presented. This paper contributes to the limited
knowledge of intercultural communication in Sino-African interactions by providing insights into
African communication culture and comparing three cultures (Chinese, African, and Western).

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How to Cite
Towards intercultural communication effectiveness (congruence) in Sino-African interactions: A theoretical perspective. (2022). Communicare: Journal for Communication Studies in Africa, 37(2), 48-65. https://doi.org/10.36615/jcsa.v37i2.1552

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